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Consumers Attitudes Towards Mobile Banking In Bangladesh

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Consumers Attitudes Towards Mobile Banking In Bangladesh
Consumers’ Attitudes towards Mobile Banking in Bangladesh
Mohammad Majedul Islam1 and Md. Enayet Hossain2
1 – Lecturer, Department of Marketing, University of Rajshahi, Rajshahi, Bangladesh majedul@ru.ac.bd 2 – Professor, Department of Marketing, University of Rajshahi, Rajshahi, Bangladesh mehossain@yahoo.com banking. The sample size was not necessarily representative of the Bangladeshi population

ABSTRACT

as a whole as it ignored large rural population.
The aim of this study is to investigate the

This study identified two additional factors i.e.

factors influencing the consumer acceptance of

infrastructural facility and customer service

mobile

relevant to mobile banking that were absent in

banking

in

Bangladesh.

The

demographic, attitudinal, and behavioural

previous

characteristics of mobile bank users were

concerns of and benefits sought by the

examined. 292 respondents from seven major

consumers, marketers can create positive

mobile financial service users of different

attractions

mobile network operators participated in the

regulations for the expansion of mobile

consumer survey. Infrastructural facility, self-

banking services in Bangladesh. This study

control, social influence, perceived risk, ease

offers an insight into mobile banking in

of

Bangladesh

use, need for interaction, perceived

usefulness, and customer service were found

researches.

and

By

policy

focusing

addressing

makers

influencing

can

the

set

factors,

which has not previously been investigated.

to influence consumer attitudes towards mobile banking services. The infrastructural facility of updated user friendly technology and its availability was found to be the most important factor that motivated consumers’ attitudes in

Bangladesh

towards

mobile

KEYWORDS
Mobile Phone, Mobile Banking, Consumer
Attitude, Influencing Factors, and Bangladesh
Paper type Research paper

1. INTRODUCTION
Mobile banking is a system that allows customers of mobile
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